Co-Axial World - Omega watches

Hello readers,

Welcome to another blog focusing on brand marketing. The company in question is the Swiss based luxury watch maker Omega. Famous for pioneering state of the art mechanical watchmaking since 1848, they are a company that has a rich history heavily associated with glamour, wealth, quality, exclusivity and finally not forgetting their trump card, 007. From Golden Eye in 1995 to the present day with Skyfall, Omega claim that James Bond has been saving the world with his most reliable and precise accomplice to hand. They are rightly proud of this partnership which will be highlighted later in this blog.

"Co-Axial world" produced by Tax Free Film and created by HMNS is an animation  for Omega's "Co-Axial technology." The plan is to look at the animation, discussing the concept and the motivation behind it compared to the actual design and finish of the resulting timepieces. 

Final Animation "Co-Axial world" for Omega by HMNS and Tax Free Film

What really stands out in this animation is the level of detail that has gone into the modelling, which can only be appreciated and noticed the more you watch it. From corner to corner wherever you look on screen, it is possible to see a precisely modeled and beautifully animated representation of the Co-Axial mechanism. What has been created by the guys at HMNS is incredible from the original concept to the final product. So much thought has been put into the creation of the world, a world that has cleverly used as many parts of the Omega watch design as possible. So by creating mechanisms that are complex yet beautiful, the creative team deserves credit for getting the balance and amount of the mechanics in the animation spot on. 

The team had to create models which were recognizable but that also showcased the design of Omega watches. The actual design process of deciding what parts of the watch to use for say the Mermaid and the Astronaut must have been both challenging and a lot of fun at the same time.  

Below is a collection of the development images for this piece from sketches to 3D model screen captures, which gives a sense of the through process that went into the concept.

Personal favourites are the use of the Omega watch face design  on the waves of the sea and the Yacht's sails, the design of the Lunar module and Lunar buggy. The most complete scene for me has to be the Solar System model finale which is just amazing. Maybe not obvious to most is how every theme in the animation represents a different range of watches offered by Omega from Constellation, Seamaster, De Ville and Speedmaster. The Aston Martin DB5, a car famously associated with James Bond also makes an appearance. Omega reminding us of their proud partnership with the iconic secret agent which is a nice subtle touch in the animation.

It's also worth mentioning the amazing lighting and texturing, which has a distinct Art Deco style adding to the quality and luxurious feel associated with Omega.

What is truly great about this animation is that it is such a simple and obvious concept executed extremely well. One that has subtle messages throughout highlighting the Omega time-piece range without directly telling  you. This animation successfully advertises the level of design, quality and engineering which can be found in an Omega watch even if they don't always choose to showcase it.

I look forward to hearing your opinions in this topic.

Thanks for reading.

Ryan Blackburn - Media Productions
www.sovibrant.co.uk